The National Tourism Awareness Survey, conducted by the USAID-Jordan Tourism Development Project (JTDP), was released in a ceremony yesterday highlighting perceptions of the second fastest growing industry in the Kingdom among parents, students, teachers and policy makers.

The survey, conducted between May 7 and 21, revealed that many respondents recognised the sector's contribution to the economy, but failed to view it as a source of job creation.

In addition, cultural attitudes affect heads of households' view of opportunities in the sector.

According to the study, 80 per cent of parents would discourage their daughters against taking a job as a receptionist, 81 per cent against becoming a sales representative and 93 per cent said they would disapprove of their daughters working as a waitress.

In comparison, 37 per cent would approve of their sons becoming a chef, and 53 per cent said they would advise their sons against working as a waiter.

The most common reason parents gave for not encouraging their children to enter the tourism sector, some 32 per cent, were job and salary insecurity in the sector.

Some 28 per cent of parents said they believed the sector was without social security or health benefits; 14 per cent cited religious and social barriers, while 11 per cent expressed concern over working hours required by the profession.

The survey also revealed that many students do not consider the sector as a career path.

Approximately 13 per cent of polled high school students said they had considered choosing a tourism specialisation, 73 per cent of whom said because of "personal interest and desire".

Nearly half, some 49 per cent of students who did not consider a career in tourism said their decision was based on a lack of interest; 31 per cent cited social reasons while 11 per cent was due to economic considerations.

Only 39 per cent of teachers said tourism curricula was sufficient and useful, while the majority of teachers and trainers, some 74 per cent, believed more practical training is needed.

Meanwhile, less than half, some 42 per cent of decision makers, said they believed the tourism sector has improved over the last three years, while 20 per cent predicted the industry will "grow a great deal".

In contrast, 60 per cent of industry workers said the sector has improved, while 60 per cent expected significant grow in the next three years.

The Kingdom's tourism and hospitality industry is expected to create 25,000 jobs within the next four years, according to official estimates.

Meanwhile, only 9 per cent of government officials were able to correctly identify the amount of revenue tourism contributed to the gross domestic product (GDP), according to the report.

Approximately 57 per cent underestimated the amount while 34 per cent responded: "I don't know."

Tourism revenues in 2008 amounted to JD2.1 billion, some 14 per cent of the GDP.

For those graduating from tourism programmes at universities, community colleges and vocational training programmes, the hotel sector seems to be the most preferred destination, followed by travel offices, according to the findings of the report.

Industry workers proved to be satisfied with their career path, the study showed.

Nearly half of Jordanians working in the tourism sector, 44 per cent, said they were content with their work, while 47 per cent stated "somewhat content".

A majority, 77 per cent, believe the tourism industry provides jobs with a better future than other sectors, and 72 per cent said they encourage others to join the industry.

Among its recommendations, the report urged the promotion of job opportunities within the sector and the use of industry workers as success stories to highlight tourism as a career of "first choice".

"There should be comprehensive awareness efforts to promote the true economic credentials of the sector and underline its prospects of career advancement, pay, job security and other fringe benefits including the possibility of entrepreneurship," Steve Gonyea, director of the USAID economic growth office, said during a ceremony to announce the survey's findings yesterday.

Also yesterday, the USAID-JTDP announced the Tourism Awareness Campaign. The campaign, titled, "Tourism Enriches Our Lives", aims to reach out to three million Jordanians by the end of 2011 in order to "extend Jordan's famous hospitality" to visitors, according to USAID-JTDP Component Leader Joseph Ruddy.

The previous campaign, which took place from 2006-2009, reached three million people, according to the JTDP.

By Taylor Luck

© Jordan Times 2009

 

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